Tuesday Apr 15, 2025

Marketing with Purpose: Devlin Lakay on Building a Career That Reflects Who You Are

In this episode of South African Tech Marketers, we sit down with Devlin Lakay, Marketing Manager at Namola (part of MultiChoice Group), to unpack the realities of building a marketing career that’s not only successful—but deeply aligned with who you are.

Devlin’s 15+ year journey has taken him from research roles at Unilever and SAB, to leading flagship campaigns for Castle Lager and Vodacom, to building an events business as a DJ. What’s unique about Devlin is not just where he’s worked—it’s how he thinks. This episode is a masterclass in brand strategy, professional reinvention, and personal brand alignment in an increasingly chaotic marketing landscape.

Whether you're trying to break into a major marketing team, lead brave creative, or find space to bring your whole self to your work—Devlin’s insights hit different.

🎙 Topics Covered

How to transition from data-driven roles to brand leadership
Lessons from working on billion-rand brands like Castle Lager and Vodacom
The real value of below-the-line marketing experience
Designing brand campaigns that integrate ATL, BTL, and CX
Why South African marketers need to stop playing it safe
The collapse of mentorship in modern marketing teams—and what to do instead
Personal branding as career insurance (especially in a volatile job market)
Balancing corporate and creative pursuits without burning out

💡 Key Takeaways

Exposure to excellence compounds your career.
Devlin’s formative years at SAB gave him a front-row seat to world-class marketing strategy, brand thinking, and leadership. Getting into high-performance teams early matters—especially if you're still learning how to “think like a marketer.”
The best campaigns are brave, not busy.
Devlin didn’t just run campaigns—he led them. From flying to the UK to shoot a Rugby World Cup ad, to placing consumer faces on Springbok jerseys, his work shows what happens when you integrate insight, emotion, and bold creative execution.
Below-the-line isn't “less than”—it’s foundational.
Devlin specialized in BTL activations, trade engagement, and packaging innovation. These aren’t side gigs—they’re where real consumer behavior is shaped. If you’ve never executed at this level, you're missing a crucial layer of marketing expertise.
You need a personal brand—especially if you’re not an influencer.
Devlin’s brand as a DJ took off while his marketing career flew under the radar. That disconnect? It’s a wake-up call. Marketers know how to build brands—it’s time we applied that thinking to ourselves.
Mentorship isn’t dead—but you may need to ask for it.
Devlin credits much of his growth to informal but intentional mentorship. If your company doesn’t offer it, create it. Ask the busiest person in the room. Offer value first. You don’t need a program—you need a relationship.
Passion and positioning must converge.
Devlin’s side business—a growing eventing brand—uses the same strategic thinking he applies at Multichoice. Great marketers don't switch off outside of work—they redirect that energy into new arenas.

Marketing with Purpose: Devlin Lakay on Building a Career That Reflects Who You Are

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